In interviews with Netflix's founder, he has said all along that his business model was to provide streaming movies. The dvds through mail thing was a means to an end... creating brand identity and a market. Clearly, as the technology has finally caught up and the ways you can stream Netflix films straight to your television screen are many, this is meant to put a little pressure on consumers to pony up for some device or another to use Netflix solely as a streaming provider. Notice that the price for stream-only service is ridiculously low... and consider that they can make a lot more money with a lot less overhead if they can manage to phase out the dvd end of the business.

__________________For the time will come when men will not put up with sound doctrine. Instead, to suit their own desires, they will gather around them a great number of teachers to say what their itching ears want to hear. - 2 Timothy 4:3